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Image of Shane Brown

Shane Brown
Bachelor of Commerce 1999

There is no doubt that Australians love their sport. From AFL to tennis, cricket to the Grand Prix we love to watch our sporting heroes compete.

One lucky sports fan who aims to add to these special sporting experiences is Deakin graduate Shane Brown, Communications Manager with the Melbourne Cricket Club.

As one of the world's oldest and most historic sporting clubs, the MCC has almost 100,000 members and another 175,000 on a waiting list. The MCC is also the venue manager to one of the world's most revered sporting stadiums, the Melbourne Cricket Ground; home to many magical sporting moments throughout Australia's sporting history.

As Communications Manager, Shane's role is to develop, coordinate and implement communication programs to positively promote the MCC and MCG (including the new National Sports Museum), its products and services to all stakeholders. More specifically, the tasks include media management, publication production, website maintenance, email marketing and other communication mediums.

A 1998 graduate from Deakin University, Shane completed the Bachelor of Commerce with majors in Sport Management and Marketing and has been working with the MCC for more than seven years.

Shane enjoyed the course content and found that the relaxed and social learning environment also added to his learning experience at Deakin. Many of his Deakin University colleagues have become life-long friends.
Since leaving university, Shane has held the role of Events and Communications Coordinator with Swimming Victoria before seeing the role of Communications Officer at the MCC advertised through the Deakin Sport Management Listserv. Following a positive interview and the submission of a writing task, the role was his. He felt the Sport Management degree was highly regarded and a factor in his employment with the MCC and he continues to use many of the skills and techniques he learnt during his time at Deakin.

Shane loves the diversity of his role and he said that unexpected tasks ensure that he is always kept invigorated and "on his toes".

Shane has a range of memorable moments and highlights throughout his time working at the historic club, where he had also played cricket for many seasons. He describes organising a media conference to announce Shane Warne's retirement; a huge task that required methodical media management and organisational skills. "At the time, I wasn't aware that it was actually Warne's retirement announcement that I was organising," Shane recalls. "Cricket Australia had kept me in the dark until the morning of the announcement, which is understandable."

The playing of the Last Post prior to the Anzac Day match between Collingwood and Essendon are always special, as are one-off events such as the ground's 100th Test match in December 2006 and the MCG's 150th birthday celebrations in 2003. The 2006 Commonwealth Games also provided many memorable moments for Shane, including Kerryn McCann's finish of the marathon and the transformation of the MCG's arena surface before and after the Games.

In addition to this challenging role, Shane has continued his education through study with the Public Venue Management School in 2005-06. In 2007 he was selected as the best-performed student with the PVMS and was presented with the Ogden IFC Scholarship He received $10,000 to put towards an overseas trip to further his development and education in the venue industry.

Shane feels that his role is dependent on the formation of vital industry networks and contacts. "Successfully performing a communications role is impossible unless you talk to people and are constantly aware of the 'who and what' of the industry and your own workplace". He suggests to students that may be wishing to work within a communications-based environment to become aware of the media landscape - both the personnel and daily issues, as in the end 'knowledge is power'.

One of the club's most recent challenges has been promoting awareness of the National Sports Museum at the MCG, a massive shrine to Australian sport that opened in March, 2008. Shane describes it as an exciting opportunity to be involved with this new interactive tourist destination.

The MCG is in secure hands and through the efforts of Shane and other MCC staff, will continue to be further cemented as "our" People's Ground.


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26th November 2009